DirecTV Now viewers who signed up for AT&T’s new streaming hoping to watch the NFL on local Fox channels were disappointed last weekend when they discovered the content was blacked out. They may not be much happier this week if they planned to watch a game on their mobile devices.

AT&T today detailed its new DirecTV Now streaming offer, targeting the growing number of cord cutters and cord nevers in the United States who are looking for alternatives to the traditional pay-TV landscape.

The service will launch Wednesday and promises “on-demand and live programming from many networks” in addition to premium add-ons and some significant gaps (notably CBS and Showtime).

Sling TV CEO Roger Lynch isn’t one for convention. He is, after all, the boss of one of the more disruptive OTT services on the market… it’s even disrupted the pay-TV business of its parent, Dish Network, reportedly adding subscribers each quarter as Dish – and the rest of the pay-TV industry loses them.

Earlier this month, AT&T CEO Randall Stephenson hinted that the company’s new streaming service, which is on track to be deployed before the end of the year, would have slim margins and an aggressive pricing structure.

Talks between senior executives of AT&T and Time Warner are spurring takeover talks that bumped Time Warner stock nearly 5% Thursday and nearly 10% Friday after a report that a merger could come as soon as this weekend.

DirecTV Now, AT&T’s soon-to-launch streaming service, is one of the centerpieces of the telco’s mobile-centric strategy that it hopes will turn the company from one that is based on wireline services to one that is far more wireless oriented.

The soon-to-launch service will offer about 100 channels and have a price point that is “very, very aggressive,” CEO Randall Stephenson said during Goldman Sachs' Communacopia conference.